Work instead of being a boss

Chapter 14 How to Marketing (2)
This is often the case in business. Whoever can meet the potential needs of users with a faster speed and a unique way will be able to take the lead; if they follow suit, they may get "garlic".Process reengineering in the new economic era is to achieve zero proximity between enterprises and users, and to achieve this goal, speed plays a decisive role.

See how to operate low-cost advertising from the perspective of "shouting"
Modern advertisements originated from the ancient "shouting", and the oldest and most primitive things often contain the simplest and most profound truths.In a self-sufficient farming society with extremely low commodity demand and purchasing power, it is as difficult to sell a hand-made dough man or a delicious snack along the street as it is to sell new products today.Because no one knows that in a village with many families, which family is interested in spending this spare money for their children.So a peddler needs to use his yelling to solve and complete two consecutive problems that must be solved to sell things: one is how to attract a few potential consumers who are mixed in many people's homes. In front of your own counter?The second is how to persuade them to complete the purchase after attracting them?
The practice of an experienced peddler is usually like this: he will first make a strange, long-drawn call, but the content of the call is indistinct, as long as the listener can be curious and surround him. Just come up and watch it.Some people will walk away if they are not interested in seeing it; some people will hang around if they are interested and want to buy it.After such repeated yelling, it will attract almost all the people in the village who want to buy like panning for gold in the sand. Even a performance of the production process is added to encourage the viewer to finally make up his mind to shell out the money.

Here, the seller's cries are actually an "advertisement" combination strategy, which is composed of two "advertisements" that are linked back and forth, but each has its own focus.The task of the first "advertisement" is to focus on people who are really likely to consume and purchase, and to eliminate those audiences who have no consumption needs, which plays a role in purifying the homogeneity of an advertising audience.Since the next "advertisement" is a detailed explanation and description of the product, it takes a lot of energy and occupies the most cost in the whole call (sometimes it is impossible to say no, and a demonstration or performance is required), so after such "purification" and After "gathering", the cost of the entire "advertising" combination will be reduced, the counterpart of the second step "advertising" will be enhanced, and the foundation for improving its "advertising" effect will be laid.Having understood this principle, when returning to the issue of new product advertisements, we can see that the best way to advertise new products is: large advertisements should be small, and small advertisements should be big.

The so-called big advertisements and small advertisements refer to the advertisements for the first-level (such as CCTV) big media, which should be as concise and short as possible without too many explanations. Just like the sound, it is enough to attract people's attention and tell people where the product can be seen (mall, specialty store or whatever).Its function is to arouse the curiosity of the audience and lead them to the place where the goods are distributed.

The so-called small advertising is to strengthen the training of persuasion for the sales staff and service personnel who work on the front line of the distribution counter. Their mouths are the best and most important advertisements. You can also place some product description advertisements in local newspapers or professional magazines.You can also place small advertisements such as self-printed leaflet advertisements on the storefront.Although this type of advertisement is carried by small media, it is highly targeted, can be freely controlled in the choice of content and form of expression, and the cost is extremely low.Although it is a big hit, it doesn't cost much, and its function is to make consumers who come to watch it make the final decision to buy.Using such a combined advertising strategy to promote new products can achieve the standard of low cost and good effect.

just the right amount of silent service

There is a famous proverb in the West, "Silence is golden".This sentence refers to the fact that on some occasions or when dealing with certain things, silence is often more important than eloquent speech.In fact, the same principle holds true in business wars. Learning to be silent is sometimes a high-quality service and a business opportunity.

Shiseido, Japan's largest cosmetics manufacturer, has a store in Ginza, Tokyo, and its business is booming.The secret to the store's success is "silent service".Aiming at the characteristics of modern women's strong ability to independently purchase cosmetics, they made a rule for salespersons that many businesses would not agree with: Unless customers ask actively, salespersons must not interfere with them, and they must create a way for these customers that can completely The shopping atmosphere of independent selection of products.This unique approach has been welcomed by many women, and this specialty store always has a relatively fixed consumer base.

Coincidentally, there is a lingerie store in Hong Kong called "Xinxinxiangyin". The store's door is closed, and there are two female security guards and a cashier at the door.Men are strictly prohibited from entering the store, and only female customers are allowed to enter.In the store, mirrors are hung all around, all kinds of women's underwear are placed on the shelves, and there are also promotional materials such as the measurement method of women's measurements and the guide to wearing underwear, as well as soft rulers.There is no clerk in the whole store. Customers can take off their clothes in the spacious store and try on all kinds of underwear at will until they are satisfied.Due to the rich variety of underwear in the store, almost no ladies who enter the store leave empty-handed.The store cleverly captures the delicate psychology of women when buying underwear, attracting more and more consumers, and the business is naturally booming.

We've long mistaken chatter for proactive service as enthusiasm.Many large shopping malls have set up "service standards", requiring salespersons to provide enthusiastic service.This is true both from the perspective of product promotion and the role of a window to civilization.But there is an important issue that cannot be ignored, that is, different customers should be treated differently.For some customers, excessive "enthusiasm" often backfires.For example, a lady wanted to buy a bra. When she went to the first store and went to the bra cabinet, the male salesperson in the store took the initiative to serve and said a lot of things like "Would you like to pick one for you? "Satisfied" and other "fake enthusiasm" words, the lady naturally ran out of the store without looking back.She went to the second store again, and the salesperson was a woman, but the female salesperson was overly enthusiastic. In front of many male and female customers, she took one and compared it to her chest, and shouted loudly: "Your one is similar to mine. This one will definitely look perfect on you!" But she is at least half fatter than this lady.The lady walked away.

Many businesses are accustomed to such "enthusiastic" language and actions.However, treating this enthusiasm as a panacea and applying it regardless of the occasion, time, place and object will not only not achieve good results, but sometimes even produce negative effects.Consumer psychology is dynamic and complex.Different consumer groups (whose backgrounds include different genders, ages, cultural accomplishments and economic incomes, etc.) have different consumption psychology and consumption concepts.If you do not understand consumer psychology and treat them differently, it will be difficult to receive good results.To give a simple example, if a person approaches the counter and seems to want to buy something, shouldn't the salesperson immediately greet him and talk eloquently?It depends on the actual situation. If the customer does not look at the salesperson and concentrates on choosing the product, such a customer has already known the product he wants to buy, and there is no need to rush forward to make trouble.And when customers look around and have no idea, the salesperson can no longer be "silent".If some customers just look casually and browse the store, then the salesperson should not act rashly. Once the enthusiasm is too much, the product that the customer wanted to look at will fall into the dilemma of "neither to buy nor not to buy". Just walk away.

apples planted by cabinet ministers

Ten years ago, a school in our locality held an economic management class.The school couldn't find a teacher majoring in economics and management to teach for a while, so I invited a person who studied literature to resist for a while.

I walked into the classroom with one of my school treat apples.The students all stared at me, but most of their eyes were on the apple in my hand.They may be thinking, "This young teacher is greedy! Haha!"

I said: "Now, this apple is worth [-] cents. Who can add value to it with wisdom and sell it for [-] yuan?"

With a "coax", the audience laughed.They are laughing at me for being pedantic, laughing that I can only talk on paper.I heard the students say: "Isn't it just an ordinary apple?" "Is this apple grown by absorbing oil?"

One or two people who knew me well explained to other students: "He is not a major in economics, so he will inevitably speak layman's terms."

I put down the apple upright, pointed to the wooden teaching table and said solemnly: "A piece of wood is worth a few yuan if it is simply sold. If it is made into a teaching desk, it can be sold for dozens of yuan. If you carve a wooden table carefully, you can sell it for several hundred yuan. Couldn’t this apple increase in value significantly?”

The audience immediately fell silent.A student stood up and answered my question: "Teacher, if you add a beautiful package, you will definitely sell more money. If you print auspicious words such as 'Fu', 'Lu', 'Shou' and 'Xi' on the apple, you can also sell apples." Sell ​​it for a lot of money."

To the point, not bad!Under his guidance, many students spoke.A student said: "Put a layer of wrapping paper on the apple, and put a beautiful colorful label on the wrapping paper. On the label, you can write a beautiful name specially for this kind of apple, or write a sentence full of interesting Tang poetry and Song poetry. In this way, It’s sure to fetch a lot of money.”

A student said: "You can use instruments to analyze the various nutritional components of this apple and find out its functions. If you publicize its unique functions, it will definitely attract some people to buy it, and the price will increase." .”

A student said: "Wrap the apples and put them in a fruit basket, seal the outside with plastic paper, and then tie a ribbon, and use them as gifts for visiting patients. In this way, the price can be sold for [-] yuan." .”

There was immediate applause in the classroom.After the applause, everyone was silent, maybe because they felt that the potential for adding value to this apple could still be tapped, or maybe because they couldn't find other ways to add value at the moment.

I said: "Whether a person can make achievements in the economic field depends not only on hard work, but also on brains. Apple's value-added is a small matter, but it can reflect a person's business wisdom and awareness of making money."

At this time, a tall student who had been sitting silently in the corner of the classroom spoke: "I know that this variety of apple is our local specialty. When a British cabinet minister visited here five years ago, he once Tasted it, praised it highly, and planted an apple tree with our own hands. If we make a fuss about this and use publicity to add glory to the apple, it will definitely make the apple valuable."

The students listened carefully, and I admired this tall student Bowen Qiangji.He went on to say: "If the apple happens to be from the apple tree tasted by the British cabinet minister, or from the apple tree planted by the British minister himself, then take the apple to a big store and sell it for a lifetime." Hundreds of dollars, hundreds of dollars are all possible.”

I praised the student and asked my question: "What if this apple doesn't connect to this anecdote? How can it be sold for a lot of money?"

The student thought for a while and said: "Then create a sensational effect related to this apple, such as: invite celebrities to sign for it, sell it with prizes, or take the seeds of this apple to space for experiments, etc."

Impressive!These ideas, especially the idea of ​​taking seeds to space for experimentation, if it becomes a reality, wouldn't this apple be sold at a sky-high price?More expensive than golden apples?

I took a successful class.I told the students that the truth of "kung fu is beyond poetry" is not limited to poetry.The world outside the apple is infinite, this kind of awareness is actually worth more than golden apples!

(End of this chapter)